Art Direction · Fashion Collection
Bateeq - Kelir
A fashion collection where an Indonesian cultural reference was translated into garment design, image direction and a complete seasonal visual world.
Project Note
I led Bateeq’s design team and external freelancers in Kelir’s day-to-day creative development. My responsibilities included developing and refining the concept, and directing its translation into the collection and campaign. I supervised the development process, briefing the team, led the campaign shoot and reviewed the work before presenting proposals to the Creative Director, Michelle Tjokrosaputro for final approval.
Working under Michelle’s overarching creative direction, I was entrusted with much of the seasonal creative groundwork, from initial concept development to the final execution. This involved coordinating a multidisciplinary team working in fashion and textiles, alongside specialists in jewellery, styling and image production.
Project Overview
Making one theme idea work at every level of the collection.
Context
Bateeq is an Indonesian fashion brand that reinterprets batik heritage for contemporary urban dressing. Its collections are designed for different moments of daily life, while keeping a visible connection to Indonesian textile culture. Multi-occasion dressing is a recurring product principle, often explored with reversible, modular or transformable garments.
What need to be solved
Kelir needed to stay recognisably Bateeq while pushing the brand further into a more fashion-forward territory. The concept had to be integral to the collection, shaping the garments, styling, campaign imagery, runway presentation and seasonal communication.
It also needed to hold together over a six-month retail cycle, from commercial product development to public presentation.
Scale
Concept
Kelir is the screen used in Javanese wayang kulit performance (a form of puppetry art), where light and shadow are projected to convey stories. It became a bridge between ideas of contrast, layered meaning and the visual characteristic of wayang kulit itself.
Concept Development
Building the collection visual language from the illuminated screen.
Kelir developed during a period when political discussion in Indonesia was becoming more visible ahead of the next election. That context brought us back to the role of the dalang, the wayang puppeteer, who has historically acted as both storyteller and social commentator.
From there, the illuminated screen became the main visual reference. Its play between light and shadow informed the garments through form, volume and concealment, while the imagery explored contrast-dramatic lighting and cinematic framing. Together, they created a visual language where not everything had to be revealed at once.
Process
From direction to development.
The collection process includes multiple steps, such as textile experimentation, garment development, fittings, readjusting and styling before the visual language was consolidated into its final form.
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Final Work
Runway
The collection was presented on runways and seasonal events, translating the same visual language into silhouette, styling and movement.
Seasonal rollout
Kelir seasonal communication was rolled out across digital and physical touchpoints, from seasonal social media communication to printed collateral distributed around the show.
Bateeq's Fall / Winter 2018 - Kelir catalogue.
Kelir campaign film with original soundtrack composed from the collection brief.
Credits
Creative DirectionMichelle T.
Concept Development & Design DirectionDea A.
Campaign DirectionDea A.
Fashion Design - WomenswearPrashasta A., Marsha C., & Dea A.
Fashion Design - MenswearGaluh N.
Textile DesignYunita D.P. & Sapto L.
Embroidery DesignSapto L.
Project ManagementAnna M.
Marketing DirectionBernadetta A.P.
PhotographyVicky T. & Hilarius J.P.
Photography AssistantWelly D.
StylingLilian N.
Make Up & Hair DoEva
FilmHeru A.
Female ModelYuke A. - Jim Models
Male ModelStevan M. - Twentyonemm
Jewelry design & developmentAmanda S. - Ambstamb
Soft accessories designGaluh N. & Yunita D.P.
Female Shoes developmentFauzan Shoes
Male Shoes design & developmentKozuki
CollateralsMokki Design
MusicDouble Deer